Cricket Canada seeks wider wicket action

Canada's cricketers want more fans, and recruited Toronto's 252 Media to grow the sport's sponsorship base and community reach.

Cricket Canada is on its way to promoting the sport, already one of the most popular among the country’s multicultural communities, to a new generation of Canadian sport fans. To do so, it teamed up with 252 Media, a Toronto-based custom content creation co specializing in multi-platform, as its official sponsorship and community activation agency.

As part of the deal, the agency will manage the national regulatory body’s sponsorship agreements with focus placed on growing the sport throughout the country, enhancing Cricket Canada’s website and executing the org’s major sport and community events.

‘The sport’s popularity in Canada is perhaps one of advertising’s best-kept secrets,’ says Nigel Da Costa, partner of 252 Media. ‘Cricket enthusiasts are some of the most passionate sports fans in Canada.’

Current corporate partners include premier national sponsor Scotiabank.

Canada’s national cricket team previously competed in the 2003 and 2007 Cricket World Cups, and Cricket Canada will host the Under-19 Cricket World Cup in 2012. The sport currently draws a huge following on the Indian sub-continent and in Australia, South Africa, the West Indies and the UK.